Most emails I get from printers are well written. They’re professional, they get to the point fast, and they do a good job of explaining why I’m being contacted.

Today I’m focusing on those ‘cold’ emails from reps who don’t know me. They usually want to sell me something (God bless them, that’s their job) or want me to introduce them to print buyers (can’t do). Often, they want some advice (always happy to help).

Sometimes I get really badly written emails, and the stinkers from younger reps who’ve only been in the field for a short time are particularly horrifying.

If their emails to me are this atrocious, I assume that all of their emails are.

If you’re a print company owner or sales manager, and you hire new reps, I’m begging you to look carefully at their written communication skills. Maybe all of their other sales skills are excellent. They may have wonderful interpersonal skills.

But they will be writing a lot of emails and texts and maybe even letters to prospects. These need to be high-quality messages: well-constructed sentences with no typos and good grammar. The company name should be referenced and also be part of the sender’s email signature. (I know, this sounds obvious, right?)

My latest column for Printing Impressions is on the subject of reps as marketing agents. In it, I give a lot more details about why communication skills matter so much.

Here’s the thing: print customers pay attention to spelling and grammar. Mistakes jump out at us. We form impressions based on this stuff.

So check out the quality of communications your new reps send out. There’s no excuse for bad writing. It reflects directly on you. Make sure it’s up to your standards.

An earlier version of this blog appeared on PIworld.com.

© 2015 Margie Dana